Healthy Lifestyles - Canada - July 2016

Healthy Lifestyles - Canada - July 2016

The emotional benefits of feeling good and being happier are keeping consumers motivated and engaged. Canadians remain steadfast in cooking and less willing to compromise health for convenience.

Table of Content

Overview

What you need to know

Executive Summary

The issues
Canadians are aware that more can be done to live a healthier lifestyle
Figure 1: Personal health rating, May 2016
Men are inclined to choose convenience over health
Figure 2: Attitudes towards healthy lifestyles, males 18-34 vs overall population, May 2016
Young women internalize what ‘healthy’ should look like
Figure 3: Personal health rating, Females 18-34 vs overall population, May 2016
Opportunities
Remind consumers of the emotional benefits to healthy living
Figure 4: Motivators for living a healthy lifestyle, May 2016
Snacks will appeal to a grazing culture
Figure 5: Attitudes towards frequency of eating (any agree), by age, May 2016
More help in the kitchen, please – particularly for dads
Figure 6: Food preparation habits, May 2016
What it means

The Market – What You Need to Know

An aging population means a need for greater access
Greater diversity in people means greater diversity in resources
Convenience may be bad for men
Grocery prices will have consumers looking for alternatives

Market Factors

Population is aging
Figure 7: Population aged 65 years and over in Canada, historical and projected (% of total), 1971-2061
Marketing efforts will need to be framed accordingly
International migration calls for wider resources
The population is primarily concentrated in four urban centres
Figure 8: Share of population of Canada, by territory/province, 2014
Canadian population is growing due mainly to immigration
The implications for health care resources
Over half of Canadians are overweight or obese
Millennial men need some attention
Figure 9: Body mass index, self-reported rate of being overweight or obese among Canadian adults, 2010-14
Inflation at the grocery store will impact food choices
Figure 10: Consumer price index, May 2010-April 2016
Canadians could use more guidance

Key Players – What You Need to Know

Guiding Canadians to make better food choices
Popular culture continues to influence our perception of health
Modern day demands can be taxing
Leveraging the power of social

Consumers struggle to get a grip on work-life balance
Too much sitting
Office workers are at risk
Inactivity also affects kids

What’s Next?

Inspiring action: leveraging power of virtual communities
Improving the quality of life for the elderly

The Consumer – What You Need to Know

Canadians generally see themselves as healthy
Emotional benefits are motivating Canadians
Hydration and relaxation are key components to living a healthy lifestyle
Canadians are divided on how often to eat
Living a healthy lifestyle requires trade-offs
Fewer compromises are made in the kitchen

Perceptions of Personal Health

Most Canadians give their overall lifestyle a ‘somewhat healthy’ rating
Figure 12: Personal health rating, May 2016
Perception of health increases with age, with change driven by women
Lifestage impacts women’s satisfaction with themselves
Figure 13: Tipping point, by age of female, May 2016
The LGBT community also less likely to see themselves as healthy
Marketing efforts need to reflect consumers’ sources of inspiration
Reflecting realness to inform young women
Young women need a better definition of health
Older women want to be able to relate
Making fruits, vegetables and salads more masculine to engage men

Motivations for Living a Healthy Lifestyle

The quest for healthy living stems from feeling good, happiness and longevity
Figure 14: Motivators for living a healthy lifestyle, May 2016
Older Canadians driven by prevention
Emotional and mental benefits motivate younger women
Figure 15: Motivators for living a healthy lifestyle, females 18-24 vs overall population, May 2016
Prevention as a way of being practical
Mothers are setting examples for their kids

Ready access to water matters to Canadians
Figure 19: Attitudes towards hydration, May 2016
The benefits of staying hydrated – in their words

Components of a Healthy Lifestyle: Relaxation

Canadians see relaxation as a key part of a healthy lifestyle
Figure 20: Attitudes towards relaxation (any agree), by age, May 2016
Slowing down to look after one’s mental health – in their words
Relaxation may be a luxury
Quebecers less likely to prioritize relaxation

Components of a Healthy Lifestyle: Grazing vs Eating Three Square Meals per Day

Living a healthy lifestyle requires trade-offs
Figure 23: Attitudes towards barrier statements for living a healthy lifestyle, May 2016
Younger Canadians more likely to perceive barriers
Figure 24: Attitudes towards barrier statements for living a healthy lifestyle (any agree), by age, May 2016
Food costs may be impacting the perception that healthy living is expensive
The modern lifestyle may itself be a barrier for younger Canadians

The Food Prep Trade-off: Health vs Convenience

Canadians continue to cook when they can
Figure 25: Attitudes towards food preparation statements for living a healthy lifestyle, May 2016
Convenience is expensive – in their words
Millennial men are willing to make the trade-off
Convenience is sought when preparing meals
Figure 26: Food preparation habits, May 2016
Ease matters, though requires a trade-off on health – in their words
Some assistance please – opportunities lie with fathers

On Healthy Living: Canadians vs Americans

Canadians hold a more modest view of their lifestyle
Figure 27: Personal health rating, Canada vs US, May 2016
Canadians may have a slightly different focus on what constitutes a healthy lifestyle
Marketers need to broaden their messages to Canadians